Pandora launches new "CHARM FOR CHANGE" in support of UNICEF

Mar 5, 2021
Pandora continues its partnership with UNICEF this month to help more than 10 million children and young people access education, self-expression, and employment opportunities.


Today, globally, 22% of 15-24 year-olds lack work, learning, or training opportunities. Of these, 68% are girls and young women. Since 2019, Pandora's Charms for Change initiative has supported UNICEF's work to ensure every child not only survives, but thrives.

One key area of focus is improving access to quality learning opportunities, including projects using the "Upshift" approach to empower youth and adolescents to become confident social entrepreneurs.

Local UNICEF projects are seeing the benefits of Upshift programs, such as the Dreamcatcher program in Guatemala, which helps hard-to-reach young people, including indigenous and rural people, return to school and develop the skills they need to realize their aspirations for the future. Students benefit from the program's secondary education support as well as practical internships.

"Since 2019, Pandora has proudly supported UNICEF's youth empowerment efforts, funding learning opportunities and skills development, as well as human rights and gender equality work in several countries around the world," said Marissa Saretsky, Pandora's Sustainability Officer. "The UNICEF Dreamcatcher Programme in Guatemala is giving both girls and boys the opportunity to receive an essential secondary education."


To support the positive dreams and hopes of children and young people, Pandora has adapted an existing charm into the Dreamcatcher charm. The Dreamcatcher charm is a new, limited-edition charm featuring blue accents.

The dreamcatcher is a symbolic amulet that originates from Native American and indigenous communities. It is said to protect against bad dreams by ensuring only good dreams.

For each charm sold, Pandora donates 15 euros of the purchase price to UNICEF. By making these donations, Pandora customers are making a tangible difference by supporting UNICEF's work to empower vulnerable children and young people, including indigenous and rural communities, to reach their full potential. These donations also help fund essentials like school supplies to help the next generation learn.

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"The Charms for Change Blue Dreamcatcher" is priced at 9,900 yen (tax included). It will be on sale worldwide until June 4, 2021.

Learn more about Pandora for UNICEF:
https://jp.pandora.net/ja/discover/stories/pandora-for-unicef/


About PANDORA
Pandora designs, manufactures, and sells affordable, hand-finished jewelry made from high-quality materials. Pandora jewelry is sold in over 100 countries and has 7,400 points of sale, including more than 2,700 concept stores. Headquartered in Copenhagen, Denmark, Pandora employs 28,000 people worldwide and creates its jewelry in two LEED-certified facilities in Thailand, primarily using recycled silver and gold. The company plans to be carbon neutral by 2025 and has joined the Science Based Targets Initiative to reduce emissions across its value chain. Pandora is listed on the Nasdaq Copenhagen Stock Exchange and had sales of €2.9 billion in 2019.

About UNICEF
UNICEF (UNICEF) is a United Nations organization dedicated to promoting the rights and healthy development of every child. Currently present in approximately 190 countries and territories, UNICEF works for all children, everywhere, with a particular focus on supporting children who are in the most vulnerable situations. (www.unicef.org)

Supporting youth voices: From March 4th to June 4th, for every Pandora for UNICEF charm sold, Pandora will donate 15 euros of the purchase price to UNICEF's work supporting children and young people in education, gender equality, rights awareness, individual rights and civic engagement. For more information, please visit http://www.pandora.net/universe/pandora-for-unicef/. UNICEF does not endorse any company, brand, product or service. The children in the photographs are not beneficiaries of UNICEF-supported projects.



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